Case Study: Little Nan’s Cocktail Bar

Using a single communication method for every broadcast can limit your reach and means your message might not always get through to your audience; to get the best results it’s all about making your communication channels work together.

Tristan Scutt is proud owner and Grandson at Little Nan’s; London’s ‘Best Pop Up Bar’*. Little Nans has popped up in various locations around London spoiling the celebrating sector with cocktails in teapots in a kitsch vintage surrounding. With the launch of a permanent venue, Little Nan’s Tropical Den, in October Tristan knew he needed to up his game to make the launch a success. He got in touch with FireText and Constant Contact to see what he could do…

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The Objective

  • Grow email and SMS database
  • Find a new way of communicating with new and existing customers
  • Fill the bar on launch night
  • Capture new leads for future marketing

The Plan

Tristan had used SMS marketing before and knew he had to include it in his marketing plan. He also knew he had to make the most of the engaged email readers he already had. Now he wanted to find a way to make all his communication methods work well together. The launch night needed to be big to ensure they secured a permanent location for the bar so growing his audience for promotion was key.

Tristan wanted to increase his audience and then send regular communication to them by SMS and email in the weeks leading up to the launch night so to start he set-up a text keyword: NAN on the FireText shortcode; 82228. The Constant Contact / FireText integration meant that by asking customers to text the keyword followed by their email address to 82228 the number would be automatically added to their FireText account and their email address added straight into their Constant Contact account, so collecting data was the easy bit.

Tristan promoted the text keyword all over his social media sites and encouraged customers to text in with their details in exchange for a password for a candy shot at the launch. The password was sent out automatically via text auto-reply.

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In addition to collecting contacts by text, Tristan set-up a competition with Constant Contact which captured even more data and offered customers to ‘Win a night on Nan’

As customers started to text in to the keyword and sign-up to the competition, Tristan’s SMS and email lists were growing. He set up regular SMS campaigns to his new mobile contacts and designed awesome emails to send out in the lead up to launch weekend.

With all his data coming in, Tristan started to build excitement with weekly updates on the launch by SMS and email to encourage people to reserve their tables.

What happened?

Over the opening weekend, more than 200 people visited Little Nan’s Tropical Den, what’s more he now he has loads of eager customers subscribed to his updates for future marketing.

  • Increased email subscribers by 19%
  • Increased SMS database by 31%
  • Improved email campaign click through rate to an average of 10%
  • 82 new Facebook likes
  • 213 entries to ‘Win a night on Nan’ competition
  • Over 200 guests visited over the launch weekend
  • Over 100 candy shots claimed
  • Permanent location secured

From Tristan

“Little Nan’s Bar is usually in secret speak easy locations, I am constantly thinking of new ways to promote the business to new customers whilst reminding existing customers that we are here. With lots of new business’s opening up all the time, and loads of opening for people to attend, I found the integration between FireText and Constant Contact a great help in reminding our existing customers that we are here and about to open up a new location whilst the Text Nan campaign gave new customers a sense of belonging in the Little Nan’s family”

 

 

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